Brands have the power to use their influence, creativity and resources to positively impact society. As the pressure mounts from organisations, civil society, and government to find and implement solutions around gender-based violence, corporate South Africa needs to support and live these values. With the reimagining of Jaguar as an all-electric luxury brand by 2025, sustainability remains central, guiding its Engage for Good, Responsible Business and Planet Regenerate programmes. That’s why Jaguar South Africa is delighted to continue to grow the partnership with #GiveHerACrown, using the arts to empower, support and inspire women. 

 

The 2020, Crown Collection successfully raised funding for an innovative school education campaign that used the arts to empower learners on issues of gender equality. With the 2021 campaign, a Crown Bursary Fund was created to be awarded to deserving women to further their education, to date we have now supported 27 female creatives to study further through this  fund. The 2022/23 campaign saw six bespoke art pieces auctioned off, with proceeds directed to the Crown Bursary Fund as well as the exhibition being displayed in New York at the SA Consulate General to commemorate International Women’s Day.

 

In 2024, we made history! Sending our 5 designers to New York Fashion Week where they were received to critical acclaim to a sold-out show at the Chelsea Factory. In Johannesburg, we celebrated their return with a spectacular showcase event at the Jaguar Experience Centre. Media, fans, supporters gathered to view their groundbreaking collections and  truly see how they #ShiftedPerspectives.

 

“The arts are a powerful tool for self-expression and active engagements give voice to new ideas. Jaguar believes in empowering women as they communicate their individual and collective values through creative expression. We are proud to be a part of the #GiveHerACrown initiative, as it empowers women celebrating their fearless spirits and creativity.”